The emergence of internet insurance provides a new consumption pattern for insurance consumers in the e-commerce era. However, without insurers fulfilling duty of disclosure, consumers’ interests cannot be guaranteed. This paper will analyze the costs and benefits of three parties (i.e. government, insurance companies and consumers) and their strategies regarding information disclosure of insurance products on the internet. Using an evolutionary game model under bounded rationality assumptions, the Nash Equilibrium (NE) and evolutionary stability strategy (ESS) of the system are explored. The results show that (Disclosing, not Regulating, not Complain) is the best ESS and it is consumers’ buying decision not regulation that ultimately compels insurers to disclose enough information. The different current situations in China and Japan are discussed in light of the model, and some measures are suggested to promote the development of internet insurance markets in both countries.